9d4b5590446ee6933a0ccc15e589e95c.ppt
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e. Marketing- developing your business by communicating with students the way they wish to be communicated too Chris Price
Today’s Presentation Understanding the digital native The growth of Web 2. 0 Internet marketing (what makes a good website) Social networking and blogging Mobile marketing Key recommendations
e. Marketing Definitions “e. Marketing is a generic term utilized for a wide range of activities – advertising, customer communications, branding, fidelity programs etc. – using the internet. ” “e. Marketing allows relational exchanges in digital, networked and interactive environments. ” “e. Marketing has developed over the past few years into a standalone discipline, with its own conceptual apparatus, tools and laws, but with a still-to-be systematized knowledge” (From an Ezine article by Otilia Otlacan: What is EMarketing? A New Discipline is Evolving)
What’s the big deal? Because it’s particularly relevant to education services Because the Internet – and all it embraces – will play an ever greater role in the future of our industry Because a concerted e. Marketing strategy will improve your communications and generate business Because you have more than ever before an opportunity to add value and increase revenues Because students live a wired existence which, in many ways, is becoming increasingly remote from our own.
Who are the Digital Natives?
Our prospective students are; ‘Y Generation’ (Born 1978 – 1994) and are more than any previous generation; • • • Online Opinionated and informed Networked and socially active Early adopters of new technology Brand promiscuous and less ‘trusting’ Expect instant responses
These students communicate by; • A mobile phone • A laptop/PC + Internet connection at home • An i. Pod/MP 3 player • Their own website/web space • A group of friends with whom they communicate and share information electronically (Social Networking)
Online second only to TV % of media time for all internet users Weekdays Saturdays Source: BMRB Internet Monitor, Nov 2006 Sundays Base: All Internet users aged 15+
The Key is how to use technology to create…LADIKA
Or to put it more simply we need to…. . Entice students to study with us (or use our services) Communicate with students (and their advisors) while they’re with us (at point of enquiry and/or offer and pre arrival) Use students to spread the word (word of mouth)
Internet marketing (what makes a good website) A question for you first! What is the difference between web 1. 0 and web 2. 0?
Web 1. 0 to Web 2. 0 • Web 1. 0 - passive (browse & buy) • Web 2. 0 - participatory (social sharing)= collaboration, content and community e. g. • Wikipedia more than 8. 3 million entries • You. Tube over 200 m video clips viewed per day Web 2. 0 is officially mainstream
Web 1. 0 to Web 2. 0
Web 2. 0 - the 1% rule • 1% are creating user-generated content • 80% simply view it (like old Web 1. 0) but are attracted to web 2. 0 elements • Rule will evolve with user sophistication, access and ease of participation • EXPECT THIS TO INCREASE RAPIDLY!
YOU need to be prepared to interact with your customers in a new way No longer just about information but interaction Online communities Podcasts Social networking RSS news feeds Enhanced organisation and categorisation of information Blogs Web 2. 0 Need to interact online with individuals & communities People are generating their own web content, based on their personal experiences Sources of information and opinion are global and personal
How to engage your visitors People treat websites - and the information they contain differently to any other media. Some simple facts: - Most people decide whether they want to stay on a webpage in under 10 seconds. You have to win a visitors interest & lead them further into the site and even if they do they need to get to what they want in 3 clicks or less - Over 75% of people don't read webpages, they scan them - picking out individual words and sentences - Once at your website, you have less than 10 seconds - Most websites lose 60% of their traffic off the home page & 80% within three clicks of the home page So you only get one chance to make a first impression!
Content is king - The critical importance of relevancy Anticipate target groups’ interests & requirements Keep language short, simple & clear Promote your USP as early as possible Provide a maximum of information, keeping content brief on main pages - Invite / demand as many actions as possible (enquire now, subscribe now, download now) - Make it interesting! Film and Viral aspects http: //www. geocasttv. com/ucl/
Content is king- Online Video/Film
To translate or not, and if so, what? • Parents & influencers may not read your language or English • Increase rankings on foreign language SE‘s • Quantity & quality of leads improve with translated texts • Define your geographical “target areas“ (current & future) to determine languages • Do not translate everything, only general & critical information (inc metadata) as well as application procedure, pre-requisites etc • Outsource translation if possible (better than done by staff or students)
Design & Usability - Simple, attractive lay out & design Easy to use, easy navigation Consistent design & typography Use bullet points, not long blocks of text Include photos & videos (compressed / optimized) Ensure that information is easily printable Add a “site search” function - Offer plenty of downloadable “take-aways” - your prospects want information immediately
Successful sites usually have all (or most) of the following: - Usefulness & relevancy of information - Brevity of content on main pages - Highly SE optimized content (inc meta-data) - Frequently updated content - Multilingual content - Ease of navigation & product information flow - Ability to quickly & easily enquire, apply online - High level of interactivity - Integration into back office databases
Some examples of best practice; Instant Relevancy of Content - Country specific information
Some examples of best practice; Data Collection - Instant registration encouraged
Some examples of best practice; Easy Navigation -Good viewer segmentation in layout
Be honest!
Social networking and blogging Blogging- example of uncontrolled content that can be damaging or useful depending on what you do with it! http: //www. unofficial-guides. com/guides/brunel-comments. html Social Networking-is now sector specific! Student Mash/My. Life. Box - The ‘My. Space for HE’ http: //www. studentmash. com
Some of the SN sites
Country Example- India (Source: alexia. com)
How are SN’s used? People like top belong, socialise and get involved in on line communities especially where information is pertinent to information searches (i. e. where should I study, what is it like etc) • • 85% view and download photos 67% upload and share photos 92% read articles posted on websites 73% upload, share or view video 30% create or listen to podcasts 37% take part in chat rooms or forums 43% spend 10+hrs online each week Source: Experience “ 2006 Media Perception” survey
To Blog or not to Blog? • Blogs (or weblogs)- user generated content that can be used for social or business focused. Now incredibly important (300 M blog readers. Mc. Cann-Erickson). Often personal and/or consumer issues discussion of organisations dealt with- most popular content • 43% read blogs and 28% write blogs • Useful for PR and interactivity allows novel spins on traditional marketing campaigns. E. g. Sony Erickson launches of new handsets, O 2 international use of networks, Tourism Ireland ‘taxi challenge’ • Can be both positive and negative but needs to be managed!
We are expressing our own views rather than accepting others 120, 000 weblogs created every day 1. 4 weblogs created every second 70 million weblogs
Dos and Don’ts of Blogging and interaction with social network sites • x – don’t throw money at Bloggers unless they are your people! • • x- traditional ads placement does not work. x- don’t pretend to be a consumer to plug your own products. Source credibility is still key and members of online communities will not be fooled. ✓- Make them laugh - 40% most likely to respond (28% if fact based) so present humorous, engaging content that may turn viral. Post-modern consumers are intelligent and respond to clever often sarcastic humour (be culturally aware though!) ✓-Identify ‘e-fluentials’ ✓-Do engage in a dialogue and be prepared to respond to negative as well as positive feedback/comment. Marketers are used to sending messages one way and measuring performance, but online responses, reactions and opinions are shared immediately and usually among a wider audience • • • Integrate your on and offline messages
Mobile Marketing or Marketing in the mobile internet age What is it and how is it commonly used? Text, Email, Browsing Why is it important for marketing now and even more so in the future?
International mobile internet usage: Source country Ownership (2005) 2006 wap usage Country Ownership 2006 wap usage Japan 95% 40% Germany 83% 18% UK 100% 29% France 85% 18% USA 75% 26% Mexico 78% 16% South Korea 94% 26% China 93% 10% Italy 100% 25% Brazil 73% 8% Spain 83% 33% Russia 63% 7% Canada 61% 19% India 67% 5%
Case study Japan 2007
Total UK mobile internet users (millions); Source
But what about the developing countries? • • • Mobile internet usage is significant in less developed countries also as this is sometimes only/easiest access to the internet China, India, Pakistan, Africa (especially Nigeria and South Africa) BBC’s international WAP site traffic growing by 100% per year
Why bother? • • • Mobile internet usage is already significant internationally Mobile internet usage is growing fast Young people are more active on mobile Mobile is the preferred device (for 18 -25 yr olds): • 48% Mobile/SMS • 28% email • 20% IM Mobile is more effective: - 95% of texts are opened v 25% of emails - 39% response from Lightspeed research Direct to consumer – most personal device Control over time of delivery of message Superior tracking
Potential mobile internet uses • Collect mobile telephone numbers when students registering interest • Develop WAPSITE Send link to WAPSITE to prospective students • Promote WAPSITE on website and all marketing materials • • • WAPSITE could contain information, pictures and images on: - Fees - scholarships - courses- location -Exhibitions - accommodation - case studies • • • WAP link could be sent: - when prospect registers interest - when attending a local exhibition - upon receipt of application - after offer has been made
The benefits of mobile internet • • • Prospective students can access your university info on the go Access to most prospective students Get your message directly into the hands of prospective students Mobile marketing very influential Viewed by students as cutting edge Can track who has been using the WAPSITE and target them as warm prospect • Increase prospect pool • Increase conversion
Why do you need a WAPSITE and a website? • Internet sites designed for PC screens and don’t work well on mobile • WAPSITE are designed so that design and content is appropriate for mobile screens • WAPSITE are rendered for every phone in the market so that it’s appearance is optimised • It’s cool and they like it!
Best practice- example
Your key target demographic is increasingly mobile…are you?
What does the future hold?
Does anyone know what this is?
The future is here now! • • i. Tunes. U Second life Mobile internet studentmash. com = Social networks pushing marketing messages to a receptive and engaging audience
Key recommendations 1) Increase the visibility, design & functionality of your website 2) Create or buy onto an on line community(ies) or get into one that represents your key demographic(s) 3) Galvanise your organisational e. communications 4) Give e. Marketing a central role in your marketing endeavour 5) Understand use key trends (mobile internet usage, social networks and blogging) 6) YOU take up the e. Marketing challenge and take ownership!
Some final thoughts… “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. Don't let yourself be lulled into inaction. ” Bill Gates, CEO, Microsoft “Social networking is the new TV” Rebekah Horne, My. Space
Thank you! chris@mjdconsultancy. com www. mjdconsultancy. com (Technology, Media and Advertising Management solutions for the HE Sector) Got Q’s & need A’s? Project work? Need to find the right product or just need advice- contact us
9d4b5590446ee6933a0ccc15e589e95c.ppt